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Online Baby Products Retailing Market

Online Baby Products Retailing Market: Information by Type (Gear, Toy, Apparel, Diaper, Feeding Product), Platform (Mobile, PC/Tablet), and Region — Forecast till 2030

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Market Overview

The global online baby products retailing market size was valued at USD 11.6 billion in 2021 and is projected to reach USD 26.8 billion by 2030 at a CAGR of 9.93% from 2022 to 2030.

The factors such as increasing awareness regarding hygiene, availability of a wide range of brands, including premium foreign brands, etc. are expected to drive the market growth. For instance, India represents abundant opportunities for premium baby products due to the increasing demand from high-end consumers. E-retailers such as Amazon, Flipkart, Firstcry, Babyoye, and Snapdeal are in the vanguard offering great deals on premium products. Mother Care, Carter, Chicco, and Johnson & Johnson, are the favored brands when it comes to diapers.

Market Snapshot

market snapshot
Base Year
: 2021
Study Period
: 2020-2030
: 9.93 %
Fastest Growing Market
: Asia Pacific
Largest Market
: North America
Market Size
: USD 26.8 billion by 2030
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Segmental Analysis

Based on type, the market is segmented by gear, toy, apparel, diaper, feeding product, and others.

Baby care products such as body wash, shampoo, and lotions are the other segments.  Others segment holds the largest market share in the base year i.e., 2018, and the growth is mainly driven by the increasing number of parents using the internet for updating their knowledge on the best baby personal care products for their babies, which is prompting a shift from the traditional channel to the online retailing channel. The toy segment is expected to thrive at the highest CAGR during the forecast period, i.e. at a CAGR of 22.6%. The awareness in tandem with demand for eco-friendly toys, changing consumption tendencies, higher disposable incomes in metro cities, and proclivity for better quality games and toys for babies are expected to drive the toy segment during the forecast period. According to the American Specialty Toy Retailing Association, the demise of Toys “R” Us is expected to make room for opportunities for the local toy retailers as they can fill in the gap by attracting the customers with ingenious strategies. The downfall of Toys “R” Us is foreseen to boost the revenue by as much as 20% for the local toy retailers.

Based on platform, the market is segmented by Mobile, and PC/Tablet.

PC/Tablet segment holds the largest market share due to features such as browser extensions as it adds convenience to users’ shopping experience. Consumers generally consider desktops to be safer for making large purchases and payments. However, the mobile Segment is expected to grow at a higher CAGR during the forecast period i.e., at a CAGR of 25%. Mobile platforms allow consumers to purchase via shoppable posts or shopping apps, which bolsters the number of orders received from those browsing on a PC. Besides, a lot of people engage with brands – whether it’s via social media or at the time of random browsing on mobile devices; as per an IBM report, 46.4% of the online U.S. retail shopping traffic is now on mobile devices.

Regional Analysis

Geographically, the global online baby products retailing market is segmented into North America, Europe, Asia-Pacific, and Latin America and the Middle East and Africa. 

North America

North America is expected to grow at a CAGR of 21% during the forecast period. According to the e-Commerce Benchmark 2019 report by Canada Post, the Canadian population buys around 10% of baby products and supplies through the online platform. According to a research conducted by the Center for Strategic and International Studies, the birth rate in Mexico is slowing down; however, the sales of baby and child-specific products continues to grow.


Europe held a market share of 27.61% in the year 2018. According to an estimation by Webdata Solutions GmbH, around 37% of the German population prefer online purchasing of baby toys, whereas 32% prefer stationary retail. The gear segment is expected to flourish in the U.K. due to stringent government regulations toward enhancing the quality of baby strollers and other baby gear products. These regulations are compelling manufacturers to endow safety measures and multi-functionality.


Asia-Pacific is expected to grow at the highest CAGR during the forecast period, i.e., at a CAGR of 22.9%. China has outpaced the U.S. as the largest retail market across the world as per the report published by the National Bureau of Statistics of China in 2018. China is experiencing a great deal of demand from Japanese-made disposable diapers and pants-type disposable diapers, specifically in the e-commerce sector, resulting in synergistic profit for the Asian market.


LAMEA is expected to grow at a CAGR of 19.6% during the forecast period. The baby products segment is one of the fastest growing and most innovative in the online commerce business in South America, especially Brazil. It is considered as ecommerce powerhouse of the Latin America and holds the share of more than 30% in 2018. Brazil is followed by Saudi Arbia, South Africa and UAE.

Online Baby Products Retailing Market Regional Analysis
Regional Growth Insights Download Free Sample

Top Key Players of Online Baby Products Retailing Market

  1. Amazon
  2. Babies “R” Us
  3. Buy Buy Baby
  4. BabyEarth
  5. Alibaba Group
  6. Argos
  7. Babydash
  8. BabyGroup
  9. Babyshop
  10. Bebe Stores
  11. Bubs Baby Shop
  12. DisneyStore
  13. eBay
  14. FirstCry
  15. Justkidding
  16. Kidsroom.de.
  17. Kiddicare
  18. Macys
  19. Mumzworld
  20. MyBabyCart
  21. Pupsik Studio
  22. Saks Fifth Avenue
  23. Zulily

Report Scope

Report Metric Details
CAGR 9.93%
Forecast Period 2023-2031
Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends
Segments Covered
  1. By Type
    1. Gear
    2. Toy
    3. Apparel
    4. Diaper
    5. Feeding Product
    6. Others
  2. By Platform
    1. Mobile
    2. PC/Tablet
Geographies Covered
  • North America
  • Europe
  • APAC
  • Middle East and Africa

Online Baby Products Retailing Market Segmentation

By Type

  • Gear
  • Toy
  • Apparel
  • Diaper
  • Feeding Product
  • Others

By Platform

  • Mobile
  • PC/Tablet

By Regions

North America

  • U.S.
  • Canada
  • Mexico


  • U.K.
  • Germany
  • France
  • Italy
  • Spain
  • Rest of Europe


  • China
  • India
  • Japan
  • South Korea
  • Australia
  • Rest of Asia-Pacific


  • Brazil
  • Saudi Arabia
  • South Africa
  • Rest of LAMEA

Frequently Asked Questions (FAQs)

What is the growth rate for the Online Baby Products Retailing Market?
Online Baby Products Retailing Market size will grow at approx. CAGR of 9.93% during the forecast period.
Some of the top industry players in Online Baby Products Retailing Market are, Amazon, Babies “R” Us, Buy Buy Baby, BabyEarth, Alibaba Group, Argos, Babydash, BabyGroup, Babyshop, Bebe Stores, Bubs Baby Shop, DisneyStore, eBay, FirstCry, Justkidding, Kidsroom.de., Kiddicare, Macys, Mumzworld, MyBabyCart, Pupsik Studio, Saks Fifth Avenue, Zulily., etc.
North America has held a dominant position in the Online Baby Products Retailing Market, with the largest market share.
The Online Baby Products Retailing Market has seen the most substantial growth rate in Asia Pacific.
The global Online Baby Products Retailing Market report is segmented as follows: By Type, By Platform
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USD 995

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